Travel industry publisher Northstar Travel Group became the latest media company to add an in-house content studio to its operations, announcing Tuesday the launch of Northstar Studio 90, which it says will offer both digital strategy and content marketing to the company’s clients.
The expansion marks the first major initiative by new chief digital officer Matt Yorke since joining the company in September from SourceMedia, and Yorke says that the new team, which will be mostly comprised of current employees, will focus on providing offerings “beyond traditional media.”
“Clients are asking us to create solutions with traditional above-the-line marketing blended with content, social media, and video against our known proprietary data sets,” Yorke tells Folio:. “Studio 90 is designed to begin with the Northstar Travel Media audience insights to inform strategies that will meet unique client business needs.”
To lead the studio, Yorke recruited an old colleague, Jeremy Rueb, who previously spent 11 years at IDG, most recently as global VP of marketing, market development and social media.
“Jeremy was a leading architect of the IDG Strategic Marketing Services division we launched at IDG,” says Yorke. “He has global experience working with clients at all levels across cultural and behavioral nuances. He is also very creative and understands the need of marketing to deliver demonstrable ROI.”
Active in acquisitions under both former owner Wicks Group and current owner EagleTree Capital (formerly Wasserstein Partners), Northstar has amassed considerable global reach in both digital media and live events. The move to better capitalize on both its audience and its audience data by launching an internal one-stop shop at which clients can buy customized, multi-channel campaigns follows a well-established trend. In 2015, fellow travel industry publisher Skift—which sources nearly half of its revenue from branded content—brought on Condé Nast veteran Carolyn Kremins as the company’s first president in part to build out its own branded content studio, SkiftX.
“We have an aggressive timeline to accelerate our continued digital transformation,” added Northstar chairman and CEO Thomas Kemp in a news release announcing the new studio. “With investments in our technology stack, data, and in people, we are excited to offer our clients the best in class solutions to help fuel their business goals.”